关键词: 分享意愿, 稀缺促销, 产品类型, 利他动机

Abstract:

Limited-quantity promotions and limited-time promotions are the main promotions which are used widely both offline and online. Not only stimulating consumers to buy, scarcity promotion but also can bring sharing behavior. However, which kind of promotional methods is more effective is still unknown. And whether different product types（hedonic vs. utilitarian）will bring a different effect? Through the second-hand data analysis and experimental method, this paper draws the following conclusions: limited-quantity promotion will stimulate consumer's higher share behavior than the limited-time promotion; when the product type for the hedonic goods, limited-quantity promotion will also stimulate consumer's higher share behavior than the limited-time promotion, and the gap is further amplified; but when the product type for the utility, the different types of promotions on the sharing have no difference. Perceived scarcity and altruistic motive play a continuous mediating role. And consumers are more willing to share scarce promotions in strong relationships rather than weak relationships.

Key words: Willingness to Share, Scarcity Promotion, Product Type, Altruistic Motive